Despite international discussions on a gambling advertising ban, FC Barcelona extends partnership with sports betting provider 1XBET
FC Barcelona Announces Extension of Sponsorship Deal with 1XBET Until 2029
Barcelona Legends Partnership Planned?
A press release from FC Barcelona [English link] reveals that 1XBET will continue as the global partner and official betting partner of the Catalan club for the coming years. The club highlights that the new sponsorship deal further expands its portfolio and that the collaboration with the betting provider 1XBET has been successful so far.
FC Barcelona will promote the 1XBET brand on its international marketing channels. The women's and men's teams of the club will also be sponsored by the betting provider.
The recently concluded contract also provides for 1XBET to now also distribute advertising content with Barcelona Legends. It is not specified in the press release what this will exactly entail, but it is possible that individual players who bear the title Barcelona Legend [English link] could advertise for the betting provider.
These could include:
- Lionel Messi
- Andrés Iniesta
- Gerard Piqué
- Dani Alves
- Luis Suárez
It remains to be seen whether and to what extent any of these players will feature in future advertising spots or campaigns with 1XBET.
Deal with One of the Most Recognizable Sports Brands
A spokesperson for the betting provider 1XBET confirms in the press release how much the company values FC Barcelona:
"We are delighted to continue our partnership with one of the world's most recognizable sports brands. In business as in sport, it's important to be part of a reliable team and work hard to achieve results. The contract extension with FC Barcelona confirms that we are on the right track." – Alex Sommers, spokesperson, 1XBET, FC Barcelona
For 1XBET, the contract with FC Barcelona is far from the only partnership in the sports sector. The betting provider, founded in 2007, is also a partner of Paris-Saint-Germain, LOSC Lille, the Italian Serie A, and the African Football Confederation. Customers of the provider can bet on various sports events in over 70 languages.
However, 1XBET is not without controversy. The founders of the company are from Russia and are said to be wanted there for participating in illegal gambling.
Inter Milan Also Presents New Betting Partner
Fans visiting the official website of the Italian football club Inter Milan are currently greeted by a flood of advertising from the new sponsor Betsson. Not only a video, but also a large slogan draws fans' attention to the fact that the gambling and betting provider is the new partner of the club.
In the press release [English link], Inter Milan announces that the historic contract with Betsson has a term of four years and is said to be the largest deal in the club's history. The Betsson logo will be visible on the chests of the Nerazzurri jerseys from the next season.
The partnership is also already being promoted on social media by the club [English video]:
See this post on InstagramA post shared by Inter (@inter)
The partnership between a Serie A club and a betting provider could raise eyebrows among fans. Just last year, Italian football was shaken by a betting scandal.
Several Italian players were suspected of illegally betting on football matches, including their own, last fall. Sandro Tonali, 24, was banned for 18 months and consequently missed this year's European Championship. Nicolò Fagioli, 23, also admitted guilt and was banned for 12 months.
Other countries call for a ban on gambling and sports betting advertising
The announcement of the extended partnership between FC Barcelona and 1XBET comes just a few months after Spain's Supreme Court partially overturned the advertising ban in the country. It is still unclear whether the strict ban on gambling and sports betting advertising will remain in place or be relaxed in the future.
The debate surrounding advertising for gambling and sports betting, particularly in sports, is also present in other countries. In the UK, from the 2026/2027 season, sports betting providers will no longer be allowed to appear on the chests of Premier League jerseys.
A recent study by the UK's gambling charity GambleAware found that the British public supports a ban on gambling advertising during sports events.
Germany is also discussing whether advertising for gambling and sports betting should be banned. Last year, the federal government's drug czar, Burkard Blienert, called for a ban on sports betting advertising during the 2024 European Football Championship.
He recently repeated his call to discuss the future of sports betting. However, there seems to be no sign of a compromise between critics and supporters of the industry at the moment.
The extended partnership with 1XBET also includes distributing advertising content with Barcelona Legends, potentially featuring prominent players like Messi, Iniesta, Piqué, Alves, and Suárez.
Furthermore, the 1XBET spokesperson expresses their delight in continuing the partnership with FC Barcelona, calling it one of the world's most recognizable sports brands.
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